Intern
What you actually do
Five profile states and a campaign preview. Properties must move when Recharge moves. You are not 'building a loyalty flow' yet.
Library / Wire / Recharge states must be Klaviyo properties, or you will coupon subscribers
Subscription brands leak because Klaviyo still thinks a subscriber is a one-time buyer with a coupon problem. Recharge (or Skio, or native Shopify subscriptions) must write active, skipped, paused, canceled, and next charge date. Then acquire coupons stay off paying subscribers, and dunning is a save path, not a brand story.
Subscription brands leak because Klaviyo still thinks a subscriber is a one-time buyer with a coupon problem. Recharge (or Skio, or native Shopify subscriptions) must write active, skipped, paused, canceled, and next charge date. Then acquire coupons stay off paying subscribers, and dunning is a save path, not a brand story.
If Klaviyo cannot filter 'active subscriber', every campaign is a guess. The property must exist and update the same day as Recharge.
Recurring orders should not restart post-purchase like a first-time unboxing. First prepaid box vs refill are different jobs.
Skip is a feature. Treating skip as churn is how you send panicked win-back to a customer who is behaving as designed.
Cancellation reasons (price, too much product, moving) should change the save path. One 'we miss you 20% off' is lazy and often unprofitable.
Dunning is operations: retry, email/SMS, human for high AOV. It is not a brand campaign. Success must suppress the nag.
Intern
Five profile states and a campaign preview. Properties must move when Recharge moves. You are not 'building a loyalty flow' yet.
Operator
Status is the segment. Protect exclusions every campaign. Skip is not churn. Dunning has one owner.
CEO
Couponing subscribers is lighting MRR on fire. Property truth and exclusions are the system. Until they exist, acquisition discounts are a tax on yourself.
Recharge customer, subscription status, next charge date, skip/pause, cancellation reason, Klaviyo profile properties, Placed Order vs recurring order, dunning, acquire-coupon suppressions.
Active subscription → Klaviyo property; excluded from acquire discounts and one-time replenishment that would double-sell
Skip or pause → state, not lost; do not start win-back as if they churned
Canceled → finite save; reason field if you have it; not the same as never subscribed
Failed payment → dunning with a human path; success stops dunning
On a test subscriber: status, next charge date, frequency. Change status in Recharge. Confirm Klaviyo updates without a daily CSV.
Why: Stale properties are how subscribers get acquire coupons a week after they joined.
Done when: A status change in Recharge is visible on the Klaviyo profile the same day.
Every campaign and welcome coupon flow excludes active subscribers. Check the next scheduled campaign.
Why: Discounting people who already pay you monthly trains them to cancel and wait.
Done when: A test subscriber is excluded from a coupon campaign preview.
Post-purchase flow filters: first subscription order vs recurring charge. Recurring does not get 'how to use' on every charge unless you intend it.
Why: Unboxing every month is how you get muted by your best customers.
Done when: Two test orders, two different post-purchase behaviors.
Flows: skip gets a light confirmation or nothing. Pause gets a useful next date. Cancel gets a short save with a stop. Three paths.
Why: One 'win-back' for all three states is how you look automated in the worst way.
Done when: Three test profiles, three different messages, or two silent and one save — as designed.
Failed payment: retries aligned with Recharge, messages that include a fix link, stop on success or on cancel. High value: task for a human.
Why: Endless dunning is how you get chargebacks and a blocked domain.
Done when: A recovered payment stops messages. A dead card does not email forever.
Create test profiles: active, skipped, paused, canceled, failed payment. Confirm properties. Preview the next coupon campaign: actives excluded. Confirm dunning owner is one system. Do not write a new brand story.
A subscriber-acquisition campaign with sitewide 20% off until exclusions are true. You will pay to discount your own MRR.
Recharge connected. Properties stale. Welcome coupon still hits. Recurring orders get unboxing. Skip triggers win-back. Recharge and Klaviyo both dunning. Finance likes MRR; email is training cancels. That is a subscription app, not a lifecycle.
Property updates same day. Coupon preview excludes actives. First vs recurring post-purchase split. Skip ≠ cancel. One dunning owner with a stop.
Yes if any subscription app writes Shopify. The objects are status and next charge. The app name is not the system.
That still coupons a subscriber whose charge is day 32. Status beats recency.
One owner. If Recharge sends dunning, Klaviyo must not. Two dunning systems is how you harass a failed card.
This week
This week: property truth, coupon exclusions, first vs recurring split, skip/cancel split, one dunning owner. No sitewide subscriber sale.
A full calendar and an empty pipeline is two databases.
Read ↗A high score in a CSV is not a qualified opportunity.
Read ↗If the thank-you does not change the contact, the page was a brochure.
Read ↗If paid lives in Stripe and the opportunity is still open, reporting is theatre.
Read ↗Working notes
Score your Klaviyo and lifecycle system the way an operator would. Request the file. It arrives by email — not a public dump, not a drip of slogans.
Email and WhatsApp stay open. A call is for installing the system — not for a tour of tools.